MERCADEO Versión en español
Mel Varley of MEC: Mobile is the No. 1 screen for generating new consumer habits
Vanessa Maldonado| 7 de agosto de 2013
Varley: La única forma en que podemos ser creativos es siendo móviles
During the first day of the IAB Conecta Mexico held last Aug. 13, Mel Varley, chief strategy officer for the MEC media agency, stressed the importance that mobile has in a brands communications and said of consumers that in many ways they see mobile as their first screen.She said that 50 percent of mobile usage is now already in the home so that mobile is the primary screen that generates new consumer habits, not only outside but also inside the home. Social media are so related to mobile, she said, that its impossible to consider a strategy nowadays without considering how it will interact with this technology.The chief strategy officer said that 40 percent of traffic is on mobile and 55 percent of that is on Twitter, so its becoming the screen we use not only to validate the purchase but to check on the price. “Some 70 percent of U.S. consumers use it to check on prices, which is why self-service businesses focus on mobile technology to make special offers and generate brand loyalty. To the extent that this becomes the consumers No. 1 screen, the more it will generate brand loyalty, more sales and improve business.Finally, Varley indicated that mobile devices are sparking a revolution in business, since it is considered the new creative way to promote a company, adding that mobile interfaces are a new voice, a revolution, a sea-change, and the only way to be creative is by going mobile.
